Purpose-Driven Marketing Forum
I Forum on Marketing Trends within the Tourism Sector
15 December 2023
A meeting designed to become a must-attend event in the sector for all brands that prioritise Communication and Marketing.
This first edition, held at the ILUNION Pío XII hotel, brought together professionals in Communication, CSR, and Sustainability to discuss the first major trend proposed by the brand: Purpose-Driven Marketing.
José Ángel Preciados, CEO of ILUNION Hotels, opened the event by highlighting the importance of bringing together renowned voices to emphasise the need for full consistency between a brand’s messages and its actions.
An interesting presentation by Esther Morell, Director of Marketing and Communication at ILUNION, gave way to the brand panel, featuring CSR and Corporate Communications Expert Rebeca Ávila; the CEO of Artiem Hotels, José Guillermo Diaz Montañés; The executive director of B Corp in Spain, Belén Viloria, and Doris Casares, Chief Communications Officer of the Iberostar Group.
The panel was moderated by Teresa Zamora, Marketing Director of ILUNION Hotels, who was also responsible for presenting the final conclusions.
Both Morell and the four panelists shared how they are bringing their companies’ purpose to life and, most importantly, how they are ensuring that their social and sustainable missions reach all stakeholders—creating a sense of involvement and commitment.
Regarding this event, Zamora emphasizes, “We must continue working on the communication areas for which we want the brand to be recognized, a strategic asset that must also be managed globally. Today, ILUNION Hotels stands for sustainability, inclusion, diversity and innovation—values by which we want to be known.”